Dixonbaxi plays out MTV2 idents

MTV this week launches a revamped onand off-air image for MTV2, designed by Dixonbaxi, to reflect changes in the channel’s programming structure.

The consultancy has also created a series of animated typographic sound bites, fly-posters, flyers, radio advertisements and a viral e-mail campaign to support the new identity, which was unveiled on 23 September.

The revamped look reaffirms the channel’s ‘no agenda and no apologies’ approach through bold graphics and typographic statements, according to Dixonbaxi partner Aporva Baxi.

‘MTV2 is changing to a liquid TV programming format of seamless continuity, and we’ve used this as a foundation for the design,’ says Baxi.

The essence of all the formats is an intentionally simple and direct approach, with the attention being drawn to the content rather than the aesthetics, he adds. On-screen visuals employ statements that are taken from MTV chatrooms in an attempt to build a dialogue between the channel and the viewers.

Dixonbaxi was appointed to the three-month project following a paid creative presentation.

The group outsourced sound design to NBAW, while post production was handled by London Post.